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<article id="post-2835" class="post-2835 post type-post status-publish format-standard has-post-thumbnail hentry category-campaigns-marketing-automation tag-adobe-marketing-cloud tag-digital-marketing tag-digital-transformation">
<h1 class="entry-title">Super Bowl 50: Big Night for Denver, Not So Grand for Brands</h1>
<h4 class="byline author-info">by <span class="vcard author"><span class="fn"><a href="/adobe-blog/author/sgallina/" title="Posts by Stephanie Gallina" rel="author">Stephanie Gallina</a></span></span> on <span class="date updated">February 8th, 2016</span>
<span class='span-reading-time'>| <em>~ 2 minute read</em></span>
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<div class='shareaholic-canvas' data-app-id='24634915' data-app='share_buttons' data-title='Super Bowl 50: Big Night for Denver, Not So Grand for Brands' data-link='/adobe-blog/2016/02/08/super-bowl-50-big-night-for-denver-not-so-grand-for-brands/' data-summary=''></div><!-- AddThis Sharing Buttons above --><div class='at-above-post addthis_default_style addthis_toolbox at-wordpress-hide' data-title='Super Bowl 50: Big Night for Denver, Not So Grand for Brands' data-url='/adobe-blog/2016/02/08/super-bowl-50-big-night-for-denver-not-so-grand-for-brands/'></div><p>It’s the day after the big game. The Denver Broncos are still bathing in Super Bowl victory, but what about the advertisers? Some might feel like this CMO.</p>
<p>Yes, the brands who advertise during the Super Bowl have the budgets pay for a captive audience of 115+ million viewers. But does it make sense to spend upwards of $4 to $5 million for a :30 spot? And will this content help them drive business across other channels?</p>
<p>When it comes to a major marketing spend, the odds aren’t necessarily stacked against you, as long as you have a strategy.<span id="more-2835"></span></p>
<p>Remember the <a href="http://ispot.tv/a/7dSE" target="_blank">Oreo whisper fight</a> ad from the 2013 Super Bowl? Nabisco clearly planned to take this to Instagram, but instead the brand’s social media team took advantage of an opportunity no one could predict – the lights going out at the Mercedes-Benz Superdome for 34 minutes.</p>
<p>When Oreo released its <a href="http://www.wired.com/2013/02/oreo-twitter-super-bowl/" target="_blank">Twitter ad</a> proclaiming “You can still dunk in the dark,” it won the marketing competition of the 2013 Super Bowl hands-down. So how did Oreo pull it off?</p>
<p>Just three years ago, viewers of major sporting events were already interacting on a second screen using social media platforms like Twitter, Facebook and Instagram. Taking this into account, Oreo had a 15-person social media team at the ready to respond in real-time to significant events during the Super Bowl. It was an investment that paid off, garnering more attention than the expensive Super Bowl ad.</p>
<p>But what if your business doesn’t play on the same field as Nabisco or Anheuser-Busch? The CMO in the commercial for <a href="http://www.adweek.com/news/advertising-branding/what-cmo-looks-when-he-knows-his-super-bowl-ad-was-total-waste-169314" target="_blank">Adobe Marketing Cloud</a> said it best:<strong> “Look at the data. Look at the data before going all in.”</strong></p>
<p>Marketing in 2016 must be heavily targeted across all channels – digital in particular – and driven by data. In fact, <a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/" target="_blank">53% of organizations</a> stated that data-driven marketing is their top priority this year.</p>
<p>With insights from data comes more tailored and timely content sought by customers, which ultimately improves the overall experience across channels.</p>
<p><strong>Make sure you’re not putting it all on the line with your marketing budget.</strong> For ideas on where to start, download Digital Transformation: Laying the Groundwork for Success.</p>
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<div class="blogs-tags">TAGS <a href="/adobe-blog/tag/adobe-marketing-cloud/" rel="tag">Adobe Marketing Cloud</a> <a href="/adobe-blog/tag/digital-marketing/" rel="tag">Digital Marketing</a> <a href="/adobe-blog/tag/digital-transformation/" rel="tag">digital transformation</a></div>
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<a href="/adobe-blog/author/sgallina/" style="float: left; margin-right: 1rem;"><img src="/adobe-blog/wp-content/plugins/user-avatar-jetpack/user-avatar-pic.php?src=/wp-content/uploads/avatars/805/1454423567-bpfull.jpg&w=64&id=805&random=1454423567" alt="" class=" avatar avatar-64 photo user-805-avatar" width="64" height="64" /></a>
<h4><a href="/adobe-blog/author/sgallina/" title="Posts by Stephanie Gallina" rel="author">Stephanie Gallina</a></h4>
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podPressPopupPlayerOpt["leftbg"] = "CCCCCC";
podPressPopupPlayerOpt["lefticon"] = "333333";
podPressPopupPlayerOpt["volslider"] = "666666";
podPressPopupPlayerOpt["voltrack"] = "FFFFFF";
podPressPopupPlayerOpt["rightbg"] = "B4B4B4";
podPressPopupPlayerOpt["rightbghover"] = "999999";
podPressPopupPlayerOpt["righticon"] = "333333";
podPressPopupPlayerOpt["righticonhover"] = "FFFFFF";
podPressPopupPlayerOpt["loader"] = "009900";
podPressPopupPlayerOpt["track"] = "FFFFFF";
podPressPopupPlayerOpt["border"] = "CCCCCC";
podPressPopupPlayerOpt["tracker"] = "DDDDDD";
podPressPopupPlayerOpt["skip"] = "666666";
podPressPopupPlayerOpt["slider"] = "666666";
podPressPopupPlayerOpt["initialvolume"] = "70";
podPressPopupPlayerOpt["buffer"] = "5";
podPressPopupPlayerOpt["checkpolicy"] = "no";
podPressPopupPlayerOpt["animation"] = "yes";
podPressPopupPlayerOpt["remaining"] = "no";
podpressAudioPlayer.setup("/adobe-blog/wp-content/plugins/podpress/players/1pixelout/" + podPressPlayerFile, {bg:"E5E5E5", text:"333333", leftbg:"CCCCCC", lefticon:"333333", volslider:"666666", voltrack:"FFFFFF", rightbg:"B4B4B4", rightbghover:"999999", righticon:"333333", righticonhover:"FFFFFF", loader:"009900", track:"FFFFFF", border:"CCCCCC", tracker:"DDDDDD", skip:"666666", slider:"666666", initialvolume:"70", buffer:"5", checkpolicy:"no", animation:"yes", remaining:"no", pagebg:"FFFFFF", transparentpagebg:"yes", encode: "no"} );
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var podPressBlogURL = "/adobe-blog/";
var podPressBackendURL = "/adobe-blog/wp-content/plugins/podpress/";
var podPressDefaultPreviewImage = "https://blogs.perficient.com/wp-content/plugins/podpress/images/vpreview_center.png";
var podPressMP3PlayerWrapper = false;
var podPress_cortado_signed = false;
var podPressOverwriteTitleandArtist = false;
var podPressHTML5 = true;